Trends in Email Marketing Technologies for Mid-Market Companies
StrongMail, with which Lexnet partners, has been making major inroads into the enterprise email marketing space. This is because larger companies are finding significant cost savings and increased levels of control by implementing an in-house email marketing solution.
It makes sense that enterprise customers would be the largest group of initial adopters of on-premises email marketing solutions, as they have the high email volumes that create an air-tight cost justification for a switchover from ESPs (Email Service Providers) and they often have a variety of legacy databases with which they need to integrate a marketing and transactional email solution. Enterprises also have the staff to handle some of the management tasks involved in setting up, integrating and maintaining an in-house solution.
Mid-market companies continue to mainly gravitate toward the plug and play nature of ESPs (cloud-based email marketing providers). However, as has happened with other technologies that gained initial momentum in the enterprise space and then moved down market, on-premises email marketing solutions providers are beginning to get more attention from mid-market organizations.
While an in-house solution does take more resources to manage than an ESP, benefits such as real time connections to in house CRM databases and other data sources, as well as increased control over sender reputation, are not going unnoticed by mid-market buyers. For higher volume mid-market senders, eliminating CPMs also factors into the interest level.
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Steve Chipman is the founder and president of Lexnet Consulting Group, based in San Francisco. Lexnet is a leading value added reseller for CRM (customer relationship management) solutions.
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